Our Services - Marketing Mix Modelling
- Home
- Our Services - Marketing Mix Modelling
Measure and Optimise Your Marketing ROI with Further Insight
Our advanced marketing mix modelling services provide a comprehensive understanding of your marketing investment. Marketing mix modelling provides a holistic view of your marketing performance, and allows you to optimise the return on investment of your marketing budget. With our modelling, you can take targeted actions to improve the ROI of future marketing campaigns, budgets and plans.
Econometric modelling is a powerful statistical technique used to measure business activity, forecast results, and optimise planning and strategies. Marketing mix modelling leverages data from various sources, including marketing and media spend, competitor advertising, physical availability, pricing, economic and demographic factors, climate, and financial data. By collecting this data over time, we build statistical models to measure current and predict future impacts on marketing and sales performance.
This approach helps answer critical questions such as:
- How many sales can be generated by a certain level of media spend?
- What is the contribution of marketing and media to sales (i.e., ROI)?
- What is the most cost-effective contribution (i.e., maximum return on investment)?
- Which channels make what level of contribution?
- How has the contribution changed over time?
- What is the optimal media mix, flighting, and weight with the current budget to maximise sales?
- What is the most appropriate media flighting strategy?
- Where is the opportunity to improve the marketing or media mix?
- To what extent does competitor activity impact base sales?
- What is the impact of retail offers, price, seasonality, weather, and holiday periods on sales?
- What is the optimal brand vs. retail spend, optimised for short-term sales results?
- What is the optimal retail awareness vs. retail performance mix, optimised for short-term sales results?
- How much does each digital publisher contribute to online conversions?
- What is the optimal brand vs. retail spend, optimised for long-term sales results?
Marketing mix modelling provides a holistic view of your marketing performance, and allows you to optimise the return on investment of your marketing budget.
How we provide marketing mix modelling services
What’s most important for you to know about how we undertake market research:
- Tailored: Our Marketing Mix Modelling services are meticulously tailored to meet the unique needs of each client. We don’t believe in templated or standardised models. Every industry operates differently, and businesses are unique in their marketing effectiveness. Every Marketing Mix Model we build is customised to align with the specific industry, business objectives (both commercial and social), data availability, and the goals and plans of stakeholders. This bespoke approach ensures that our models are not only relevant but also highly effective in addressing the unique challenges and opportunities faced by each business.
- Precision: Our Marketing Mix Modelling services are characterised by precision. We employ advanced modelling techniques and combine several attribution models to enhance measurement accuracy and improve forecasting precision. The outputs and insights generated from our models can be tailored to various levels, including business outcomes, product performance, and market or segment analysis. This level of detail ensures that our clients receive precise and actionable insights that drive informed decision-making.
- Relevant and accessible: Our work focuses on providing recommendations that are tailored to the specific needs of stakeholders. We offer interactive dashboards designed to enhance understanding, provide executive-level overviews, and allow for deep investigation and analysis. Additionally, our scenario forecast planning capabilities enable clients to explore the impacts of budget cuts and increases, channel selections, and product and market changes. This actionable approach ensures that our clients can make strategic decisions that optimise their marketing efforts and drive business growth.
